Heineken is adding an internet-based element to its responsible drinking programme to further help address alcohol misuse.

The company hopes that through its online campaign and mobile phone technology, the message will reach more of its target audience. "Research has revealed Heineken consumers are open to discussing alcohol misuse, but want to do so in a way relevant to them," said marketing manager Lucas Bergmans. "Our digital approach facilitates this and will allow a level of interaction and engagement vital to getting the message across."

The Know The Limits campaign forms part of the global Enjoy Heineken Responsibly programme, which was launched five years ago.

"We are committed to playing our part in helping to address alcohol misuse and we want to encourage communication of the serious messages about responsible drinking," said Bergmans.

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